Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing exclusive releases and employing distinct strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.

Differentiation Strategies of OTT Services

OTT providers are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they provide personalized selections that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are redefining the market in website ways distinct from legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly expand into the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more on-demand entertainment.

Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.

Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide experimental and globally targeted content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.